A radio spot devised by FCB Joburg is highlighting the epic journey being undertaken by two young men to raise funds for Aluwani, an organisation working in partnership with rural, underprivileged communities and existing organisations and initiatives to support the health and well-being of orphans and vulnerable children in South Africa.
Former Aluwani interns Warren Handley and Tom David have climbed Kilimanjaro, the highest mountain in Africa, and are currently walking the more than 6000km back to Johannesburg, living at or below the South African food poverty line of $2 a day.
“In 2007, the founder of Aluwani (formerly The Lonely Road Foundation), FCB Joburg Managing Director, Thabang Skwambane, completed an unsupported cycle of about 6000km from Johannesburg to Mount Kilimanjaro in Tanzania and finished his journey by climbing the Mountain,” said Handley.
“His three-month journey symbolised the lonely road that orphans and vulnerable children walk through childhood. It was inspired by 22-month old orphan, Sello Moloto, who Thabang met while she was waiting hungrily for food among 63 other orphans.”
David continued: “Thabang queried why she was alone and was told that she had to learn to look after herself. He established Aluwani to contribute to and support initiatives that work towards ensuring children shouldn’t ever be that vulnerable.
“As former Aluwani interns, we saw the 10-year anniversary as an amazing opportunity to build on what Thabang did to start the organisation and highlight both the progress and new challenges that have been discovered.”
The ad was written by copywriter TJ Njozela, who two years ago walked from Johannesburg to Cape Town in 31 days to raise money to buy wheelchairs for those who could not afford them.
Others in the team were Art Director Fezi Mpenbe, Creative Director Suhanna Gordhan and Executive Creative Director Jonathan Deeb.
Creative agency: FCB Joburg
Account Manager: Tanya Wilson
Executive Creative Director: Jonathan Deeb
Creative Director: Suhana Gordhan
Copywriter: TJ Njozela
Art Director: Fezi Mpenbe
Strategic planner: Kabelo Lehlongwane
Radio production: Nakita Bolus
Media planners: Thulani Nombewu
Production companies: Produce
Sound Engineer: Nathi Luthango